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Total Licensing Report

MODA Announces New Licenses

The Henry Ford, a history destination located in Dearborn, MI, has entered into a license agreement with the Franklin Mint for a die-cast of the 1941 Lincoln Continental Edsel Ford’s Dream Car — LE. The Agreement was handled by MODA International Marketing, the licensing agency representing The Henry Ford and is a co-license with Ford Motor Co.

In addition, Bushnell Outdoor Products has announced that Bell Ranger has been licensed to develop a new line of apparel for men, women and kids under its “Bushnell” trademark. Bushnell apparel will be introduced at the January 2009 SHOT show and will be distributed in sporting goods, department stores, and more.

Finally, Headsweats, a leading manufacturer of performance and sports branded headwear has been granted the license by Amaury Sport Organization (referred to as ASO, owner and organizer of Le Tour De France). A new line of Le Tour De France licensed headwear including technical hats, caps, and visors made from moisture-wicking materials or high-quality cotton twill will launch in the spring through bike shops, sporting good stores, mass merchants, and online retailers in the U.S. and Canada.

Le Tour de France and Headsweats

MODA Announces New Le Tour de France License for Headwear

(New York, NY – December 18, 2008) Le Tour de France offers a great opportunity to refresh product lines with one of the most relevant and exciting brands available at retail.  HEADSWEATS, a leading manufacturer of performance and sports branded headwear has been granted the license by Amaury Sport Organization (referred to as ASO, owner and organizer of Le Tour de France) through the efforts of its licensing agency MODA International Marketing.  A new line of Le Tour de France licensed headwear including technical hats, caps, visors and made from moisture-wicking materials or high-quality cotton twill will launch in Spring 2009 through bike shops, sporting good stores, mass merchants  and online retailers in the US and Canada. 


“Le Tour de France is the most recognized brand in cycling in the US and around the world.  HEADSWEATS will take advantage of the three-week event, which this year, with the re-entry of Lance Armstrong and other very strong American cyclists, will surely capture even greater attention of American consumers. ” said Michelle Alfandari, President of MODA.  She added, “HEADSWEATS will give U.S. consumers the opportunity to purchase “Official” Le Tour de France headwear while the event is happening, and also throughout the year.  Le Tour de France transcends the event as a symbol of the emergence of cycling as lifestyle brand.  Cycling has become more than a sport.  It is a growing alternative form of transportation, a popular leisure activity, and an important tool for health and fitness.”   


“Cycling is America’s number one outdoor activity and Le Tour de France is the single most recognized brand associated with cycling,” added John Fraser, MODA’s Senior Vice President.


“We couldn’t be more excited to develop headwear that represents the energy and spirit of Le Tour de France,” said Alan Romick of Headsweats as a both a fan and industry insider.


According to Frédéric Viargues, Chef de Groupe Commercial et Licences Service Marketing Operationnel, ASO, “We are pleased to have the quality product that Headsweats produces and an ability to deliver product on a timely basis to the American public.”



About Headsweats:

Headsweats is the leading manufacturer of performance Headwear for consumers worldwide.  The Headsweats brand is synonymous with innovation, function, fit and quality and is sold through premium channels of distribution; specialty bike dealers, specialty running and triathlon retailers, specialty outdoor stores and specialty motorcycle dealers.  Headsweats enjoys a loyal following of consumers, athletes and retailers interested in improving their athletic experience by purchasing the highest quality headwear available.


About ASO:

Amaury Sport Organisation belongs to the French press group, E.P.A (Philippe Amaury Publications), which owns the newspapers and magazine publications l’Equipe, France Football, l’Equipe Magazine, Vélo Magazine, Le Parisien and Aujourd’hui in France. The group has also developed an audio-visual branch, with the creation of l’Equipe TV, and new technologies with the web-sites www.lequipe.fr and www.leparisien.fr, to such an extent that it is today one of the key figures in the French media world.

A.S.O., created in September 1992, is specialised in the organisation of renowned sports events, such as the Tour de France, the Dakar and the Paris Marathon. Over the last few years, the company has expanded, A.S.O. having intensified its activities in the domain of cycling and taken up new disciplines, such as golf and equestrian sports.

Behind the range of internationally renowned and recognised events, Amaury Sport Organisation is focused on a precise goal : the design and management of spectacular top flight competitions respecting the sporting code of values and ethics, with long-term dedication.

About MODA International Marketing, Inc.

MODA International Marketing, est. 1988, is an international licensing agency that uses licensing to leverage existing assets such as trademarks, brands and patents to meet its clients’ marketing, business development and revenue goals.  MODA offers its broad client base customized strategic planning, implementation and management of turnkey licensing programs.

 

For over 20 Years, MODA has distinguished itself by identifying and implementing opportunities, generating incremental revenue; strengthening and extending our clients brands and technologies throughout the global marketplace.

 

For more information about MODA International Marketing, Inc., please visit www.modaintl.com.

The Henry Ford and Franklin Mint

MODA International Marketing Announces a New Die-Cast License for The Henry Ford

(New York, NY – December 16, 2008) The Henry Ford, a history destination located in Dearborn, MI, has entered into a license agreement with the Franklin Mint for a die-cast of the 1941 Lincoln Continental Edsel Ford’s Dream Car – LE.  The Agreement was handled by MODA International Licensing, the licensing agency representing The Henry Ford and is a co-license with Ford Motor Co.

The original automobile, designed under the direction of Edsel Ford himself, was a one-of-a-kind classic built for his own personal use. This Limited Edition reproduction  is now available on The Franklin Mint’s website (www.franklinmint.com) and in their catalog.

Summary:

Licensor:  The Henry Ford

Licensing Agency:  MODA International Marketing

Licensee:  The Franklin Mint

Licensed Product:  Die-cast

About The Henry Ford

The Henry Ford, located in Dearborn, Michigan was founded in 1929 by automotive pioneer Henry Ford. This history destination includes Henry Ford Museum, Greenfield Village, The Henry Ford IMAX Theatre, The Benson Ford Research Center and The Ford Rouge Factory Tour. The Henry Ford, America’s Greatest History Attraction, is the history destination that brings the American experience to life. For more information please visit our website www.thehenryford.org.

About the Franklin Mint

An American institution founded in 1964, The Franklin Mint (www.franklinmint.com) is known worldwide for its innovative design, meticulous attention to detail, and creating some of the highest-quality collectible products in the world. The Franklin Mint’s peerless archives include over 12,000 product lines, including “limited edition” fine art sculptures, heirloom collectible dolls, commemorative coins, designer jewelry, precision die-cast models and historic reproductions, as well as collections honoring some of the world’s most revered individuals and institutions. With product lines featuring the top American brands – from Marilyn Monroe and John Wayne to Monopoly and Harley-Davidson – The Franklin Mint has brought collectibles to tens of millions of people around the world for over four decades.

About MODA International Marketing, Inc.

MODA International Marketing, est. 1988, is an international licensing agency that leverages existing assets such as trademarks, brands and patents to meet its clients’ marketing, business development and revenue goals.  MODA offers its broad client base customized strategic planning, implementation and management of turnkey licensing programs.

For over 20 Years, MODA has distinguished itself by identifying and implementing opportunities, generating incremental revenue; strengthening and extending our clients brands and technologies throughout the global marketplace.

For more information about MODA International Marketing, Inc., please visit www.modaintl.com.

Audiovox Corporation and Mark Feldstein & Associates

MODA International Marketing Announces New License Agreement for Audiovox Corporation and Mark Feldstein & Associates

(New York, NY – October 20, 2008) Mark Feldstein & Associates, inc. (MFA) and Audiovox Corporation have entered into a license agreement to develop a series of Wireless Outdoor/Indoor Speakers under the Jensen® brand name. The deal was brokered by, MODA International Marketing, Inc., the New York based licensing agency representing Audiovox.

Wireless technology has given consumers convenient access to personal communication and entertainment,” said Mark Feldstein, President, Mark Feldstein & Associates, inc. “Jensen’s rich history of innovation, performance, and high value, combined with a cutting-edge reputation, creates the perfect formula for the development of a series of Wireless Outdoor/Indoor Speakers. With Jensen solidly positioned as one of the world’s most recognized brands, we anticipate that this line of speakers will become a very successful part of our product line.”  

The Wireless Outdoor/Indoor Speakers from MFA, a 22-year-old Product Development Company and Importer of innovative electronics, housewares and giftware, allow you to listen to music or audio almost anywhere without the hassle of running unsightly speaker wire.

The powerful transmitter uses 900 MHz digital hybrid technology to send music and audio through walls and floors to dual wireless speakers up to 150 feet away. The Splash-Proof speakers provide uncompromising sound and can be used anywhere – while working in the garage, planting your garden, or relaxing in the hot tub on the deck. The transmitter easily connects to any audio device including MP3 Players, Sound Systems, Boom Boxes, Computers, Home Theatres and more.

Patrick Lavelle, Audiovox Corporation President and CEO said, “This new line of wireless outdoor speakers from Mark Feldstein & Associates is the perfect mix of technology, functionality, style and quality that consumers expect from Jensen.”   

Michelle Alfandari, President of MODA commented, “The recognition of the Jensen brand in conjunction with the outdoor speaker wireless technology provides opportunity for consumers to now enjoy superior quality sound right in their own backyards. Given the trend toward ‘staycations,’ this line is positioned to do very well at retail.”

The line of Jensen Wireless Outdoor/Indoor Speakers is scheduled for distribution in early 2009 and will be exhibited at the Consumer Electronics Show, January 8-11, (Las Vegas Convention Center, South Hall #2, Booth #26818). 

The Wireless Outdoor/Indoor Speakers are the latest in a long tradition of innovative and unique gift items from MFA, including themed-sound clocks licensed by a variety of companies including General Motors, Harley-Davidson®, John Deere, Ford, and Thomas Kinkade, among others. Feldstein has also introduced innovative products such as Flameless LED Candles, Illuminator Battery/Free, Bulb/Free Flashlights and UV-C Light Sanitizers.

About Mark Feldstein & Associates. inc.

Mark Feldstein & Associates, inc. located in Maumee, Ohio, offers a wide range of unique, high-quality products for home, office and personal use. Feldstein has more than 22 years of experience in the electronics, housewares and giftware industry. The company is a supplier to more than 5,000 retailers worldwide.

About Audiovox

Jensen is a member of the Audiovox family of brands, marketing products in mobile electronics, including speakers, amplifiers and radios. Jensen products have a distinguished history dating back to 1911 when Peter L. Jensen played a key role in the invention of a moving-coil loudspeaker. Today’s Jensen products are positioned as high value, with performance equated with more expensive models. Jensen 12-volt products have achieved recognition from industry professionals, technical product reviewers and consumers.

Audiovox (Nasdaq: VOXX) is a recognized leader in the marketing of automotive entertainment, vehicle security and remote start systems, consumer electronics products and consumer electronics accessories. The company is number one in mobile video and places in the top ten of almost every category that it sells. Among the lines marketed by Audiovox are its mobile electronics products including mobile video systems, auto sound systems including satellite radio, vehicle security and remote start systems; consumer electronics products such as MP3 players, digital camcorders, DVRs, clock radios, portable DVD players, portable GPS, flat-panel TV’s, extended range two-way radios, multimedia products like digital picture frames and home and portable stereos; consumer electronics accessories such as Outdoor/Indoor antennas, connectivity products, headphones, speakers, wireless solutions, remote controls, power & surge protectors and media cleaning & storage devices; Energizer-branded products for rechargeable batteries and battery packs for camcorders, cordless phones, digital cameras and DVD players, as well as for power supply systems, automatic voltage regulators and surge protectors. The company markets its products through an extensive distribution network that includes power retailers, 12-volt specialists, mass merchandisers and an OE sales group. The company markets products under the Audiovox, RCA, Jensen, Acoustic Research, Energizer, Advent, Code Alarm, TERK, Prestige and SURFACE brands. For additional information, visit our web site at www.audiovox.com.

About MODA International Marketing, Inc.

MODA International Marketing, est. 1988, is an international licensing agency that leverages existing assets such as trademarks, brands and patents to meet its clients’ marketing, business development and revenue goals.  MODA offers its broad client base customized strategic planning, implementation and management of turnkey licensing programs.

For over 20 Years, MODA has distinguished itself by identifying and implementing opportunities that leverage our clients’ brands and technology to the mutual benefit of all parties involved: the Licensor, Licensee, Retailer and end-user.

 For more information about MODA International Marketing, Inc., please visit www.modaintl.com.

Hoppe’s and Infinity Headwear and Apparel

MODA Announces New Licensing Deal for Hoppe’s 

(New York, NY – October 6, 2008) MODA International Marketing announces a licensing Agreement between client Bushnell Outdoor Products for its Hoppe’s brand and Infinity Headwear and Apparel.

Infinity will be developing a line of branded Hoppe’s caps, hats and T-shirts for mass and sports specialty retailers in the US. The new product line will begin shipping in Spring 2009.

Hoppe’s, the #1 gun cleaner in the US was introduced in 1903 and is one of the fastest working and easiest to use cleaners on the market. A favorite of hunters and shooters, Hoppe’s has become an iconic brand representing the outdoor experience shared from generation to generation.

About Bushnell Outdoor Products

Bushnell Outdoor Products is a global manufacturer and marketer of branded consumer products based in Overland Park, Kansas. Bushnell Outdoor Products sells its products worldwide under the Bushnell®, Tasco®, Serengeti®, Bollé®, Uncle Mike’s Law Enforcement®, Stoney Point®, Hoppe’s®, Butler Creek®, Kolpin® and Final Approach® brand names.

About Infinity Headwear and Apparel

Infinity Headwear and Apparel designs and manufactures high quality headwear and apparel.  An Arkansas based company, Infinity specializes in custom designs and production for a wide variety of retailers and specialty apparel companies.  For more information about Infinity, please contact Doug Keller at Doug.Keller@infinityheadwear.com or 479-464-7563.

About MODA International Marketing, Inc.

MODA International Marketing, est. 1988, is an international licensing agency that leverages existing assets such as trademarks, brands and patents to meet its clients’ marketing, business development and revenue goals.  MODA offers its broad client base customized strategic planning, implementation and management of turnkey licensing programs.

For over 20 Years, MODA has distinguished itself by identifying and implementing opportunities, generating incremental revenue; strengthening and extending our clients brands and technologies throughout the global marketplace.

For more information about MODA International Marketing, Inc., please visit www.modaintl.com.

Royalties

Motor Vehicle Licensing

MODA International

MODA International Marketing is representing Henry’s Garage, a brand of The Henry Ford, for car care products and accessories. The Henry Ford is a history destination located in Dearborn, Mich., and includes Henry Ford Museum, Greenfield Village, The Henry Ford IMAX Theatre, The Benson Ford Research Center, and The Ford Rouge Factory Tour.

MODA is seeking licensees for wash and wax tools and supplies; paint, sand, and restoration tools and supplies; maintenance tools and supplies; repair tools; innovative accessories; and safety & security items.

The Licensing Book

Corporate Corner
Michelle Alfandari, president and founder, MODA International Marketing

July/August 2008 — The Licensing Book

In the first edition of The Licensing Book’s new monthly feature Corporate Corner, we asked Michelle Alfandari, President and founder of MODA International marketing, to give her tips on corporate brand marketing. She should know: with a stable of brands including The New York Times, LYCRA, The National Trust for Historic Preservation and Le Tour de France, she’s got the know-how to push brands in today’s tough times.

By MICHELLE ALFANDARI

I am delighted to be inaugurating the corporate corner column for The Licensing Book and even more so at such a propitious moment of economic downturn (in the U.S.) and volatile marketplace and economies (just about everywhere globally). These are the conditions that are ripe for corporations to leverage their existing intangible assets (INTELLECTUAL PROPERTY such as brands, trademarks, slogans, patent, technology, know-how, etc.) through licensing to deliver a ROI like no other business model can. After all, it is a well known fact that licensing can be very profitable for licensees and licensors who can fast-track market entry at relatively lower costs than other business models.

Nothing is static however and in today’s global and quick turning marketplace what retailers, licensors and licensees need to reap the benefits of licensing is an approach that is not the usual standard operating procedure. It is necessary to consciously avoid the “ground-hog day” approach and take a “New Day/New Way” approach to licensing that blurs the lines of branding, marketing, sponsorships and cause marketing, and even look to competitors as possible partners (co-opetition). What I am proposing is to approach licensing as a strategic alliance model for business development that is firmly rooted in intellectual property but incorporates a menu of both tangible and intangible added-value assets that can fast-track end-results.

We start with the following fundamentals:

  • Licensing as a BUSINESS MODEL: Brand licensing leverages intellectual property to reach short-term and long-term corporate objectives and goals. Since 1988 when MODA was established, it viewed licensing as an option to be considered and evaluated along with joint ventures, mergers, acquisitions, divestitures and organic growth when determining the best approach to achieving business objectives. We have been beating this drum for 20 years impressing our clients with the power of licensing beyond its impact as a ‘marketing’ tool for brand building.
  • Valuation of INTELLECTUAL PROPERTY: The brand is generally considered the key component of a brand license, but is rarely the sole equity delivered to a licensee or retailer. An experienced licensing agency will conduct a ‘brand immersion’ that is a brand equity and corporate asset audit to assess the overall value of a brand license. Not all ‘assets’ are of commercial value thus a short list of “license-able equity” will be developed that may include technology, ingredients, know-how, R&D, marketing, advertising, distribution channels, sales force, sponsorships, membership, mailing lists, good will, etc. in addition to the brand.
  • LICENSING/STRATEGIC ALLIANCE: We view a license agreement as a strategic alliance predicated on the give and take of intellectual property and relevant core competencies between licensor and licensee that will achieve greater results than other means.

New Day/New Way thinking broadens the approach to licensing but relies on a strong foundation of BASICS for successful Intellectual Property licensing, such as:

  • Top-down Corporate support of licensing as a business development model
  • Dedicated internal (decision-maker) licensing director
  • Appoint a licensing agency with experience that: �
    • Respects the corporate culture but brings complementary and new thinking to licensor. (Don’t hire a mirror image of yourself. In that case, you may as well hire an internal licensing professional. If you are big and bureaucratic, hire a small and nimble company that understands/respects your culture but will deliver innovative thinking and solutions).
    • Has proven methodology for a holistic approach to ascertain value of intellectual property for licensing, including brand equity and corporate asset audit
    • Conducts risk/benefit analysis
    • Has a Keen understanding of marketplace, challenges and opportunities
    • Has the Know-how to develop a strategy to meet business and corporate objectives (and protect Trademark/Brand and core business)
    • Has ability to execute strategy
    • Has Resources to manage and nurture licensing business
    • Has a Track record of success.
    • Articulates licensing objectives and metrics for success

NEW DAY/NEW WAY

At MODA we say remember what you know and then forget it! What we mean is that if we rely on yesterday’s success and practices, then we have stopped growing. If we rely on today’s data, we cannot ensure successful brand business in 5 or 10 years from now. It is critical to have a baseline, and equally critical to have a visionary outlook and willingness to take calculated risks. I am not cavalier in advocating NEW DAY/NEW WAY thinking and certainly feel that best practices must be considered but should not dictate.

The basic tenets of New Day/New Way as applied to licensor, licensee and retailer are: What is the end game and is this brand/partner (Licensor) or Vendor, Manufacturer, Retailer (Licensee) the best way to get me there? Brand/partner is combined because they should be inextricable. Long gone are the days of a licensor simply licensing its brand and getting a royalty. Today, licensing is a strategic alliance that marries intellectual property with other added-value benefits both parties can deliver to mutual benefit. The brand/partner must deliver equity that is ‘relevant’ to the consumer and beneficial to the licensee thus delivering a return on investment to licensor and licensee. While MODA represents the LICENSOR, we must ensure that the licensee is well served or the business partnership will be short-lived. These are our five dictates:

  1. It’s not just about the Brand! Oftentimes a retailer or licensee has a brand awareness metric that must be met before being considered. Brand awareness should no longer be the sole criteria for licensing. We have seen great results when retailers like Lowe’s and vendors like Valspar Paint and Empire Moulding use the National Trust for Historic Preservation brand for historic paint colors and decorative mouldings. In this case, the National Trust “brand” could not be tested by the same “brand awareness metrics” of a consumer brand, yet, it deliveres authenticity, relevance, an emotional connection with the consumer and reason to buy; while at the same time, providing differentiation for the retailer.
  2. Blur the lines of sponsor, cause marketing with licensing: Many companies and non-profits strictly delineate the lines between what is licensing and what is cause marketing or sponsorship. In many cases the lines are clearly drawn but need not be and in all cases they are a form of strategic alliance. Once you accept that licensing is a strategic alliance you can begin to gain a greater mutual benefit to traditional licensing or sponsorship deals.
  3. Leverage core competencies in addition to the brand: For example, Le Tour de France is the iconic globally recognized bicycle event. The brand logically extends to bicycles, accessories and gear. The owner of the Tour de France event and brand is an event company. Clearly, a high profile retailer event run by and branded the Tour de France combined with branded merchandise delivers a unique and enjoyable consumer retail and purchasing experience. This is certainly a winning proposition for all parties.
  4. Connect the dots of licensor with R&D, know-how, ingredient, etc.. For example, LYCRA® is a textile “ingredient” as well as a fashion and lifestyle brand. INVISTA (brand owner) wanted to extend the LYCRA® brand into complementary fashion products without interfering with its core textiles/apparel business. MODA developed and executed a strategy that brought LYCRA® to cosmetics (fashion related / no textiles). While the branding was enough inasmuch as LYCRA® communicated special function and performance of certain cosmetics, INVISTA was able to add-value to this proposition with a form of LYCRA® that could be incorporated into the formula as an ingredient to nail enamel that actually enhanced product performance. The end result was a licensed brand + ingredient that not only substantiated product performance but actually enhanced it (long-lasting, durable, maintains shape, flexible).
  5. License with your competitor, Co-opetition: This has been going on for a long time in technology licensing but has not been used as much in brand licensing. Years ago, for example, P&G decided that a valuable juice formula it had developed would deliver greater return on investment if licensed to competitor Tropicana rather than keeping it exclusively for its own Sunny Delight. The license fees generated went back to R&D where they were used for more research and development. This same thinking can be applied to co-branding.

The advantage of licensing over other strategic alliances, is that the Licensor is relying on the expertise of the licensee to mitigate risk and fast-track market entry into new geographies, products, services or channels of distribution (amongst other objectives) while allowing the licensor to keep a focus on its core business. Taking a more holistic approach does not stress the resources of the licensor but effectively leverages existing assets.

There are 2 schools of thinking with respect to difficult market conditions. One is to hold on to what you have and stick with business as usual; the other is to seize the opportunity.

CARPE DIEM!

Reprinted with permission of the publisher. The Licensing Book, July/August 2008 issue, Adventure Publishing Group and Total Licensing Ltd.

The Licensing Book

June 2008

MODA Drives Licensing for The Henry Ford, The New York Times

As MODA International Marketing marks its 20th year in business, it is celebrating with new clients The Henry Ford and Hoppe’s and new deals for existing clients, including The National Trust for Historic Preservation and The New York Times.

MODA recently signed on as the exclusive licensing agency for The Henry Ford, a history attraction based in Dearborn, Mich. MODA hopes to extend The Henry Ford family of brands (including the Henry Ford Museum, Liberty Craftworks and Greenfield Village) into categories such as food, bedding, garden and outdoor living, tailgating, and gift and stationery. All products will celebrate America’s history of ingenuity and commerce.

“With more than 26 million artifacts and national and international recognition for the unique way we bring the American experience to life, we are confident our retail presence will be as embraced as our current on-side offerings and programs, which draw more than 1.5 million people through our gates and an additional 1.8 million virtual visitors annually,” says Patricia Mooradian, president of The Henry Ford.

Current brand extensions for The Henry Ford include a birdhouse replica of Thomas Edison’s laboratory Menlo Park from Home Bazaar, and two ornaments from Klassics by Kurtis. The birdhouse will be available this summer at The Henry Ford and via the Web at The Henry Ford online store. The ornaments will be based on the Model T Ford and the Mary Martha Chapel, both of which can be found in Greenfield Village at The Henry Ford.

Other brand extension launches for MODA clients include The National Trust for Historic Preservation decorative moulding available at Lowe’s from licensee Empire, and Low Country, a new furniture collection from Hammary. The National Trust for Historic Preservation is a non-profit organization dedicated to saving and preserving America’s historic places.

The six styles of mouldings from The Empire Co. are inspired by the country’s historic sites, and were made available in stores and via special order this spring. “The National Trust provides vast resources for product development and gives Empire the opportunity to market truly authentic American mouldings – real differentiator at retail,” says Dennis Berry, vice president of sales and marketing for The Empire Co.

Hammary, a La-Z-Boy company, has introduced the Low Country collection, a line of furniture inspired by the South Carolina coastal region. The collection is part of a partnership with National Trust – Design in America, for the National Trust for Historic Preservation. The pieces are influenced by the Beaufort Inn in Beaufort, South Carolina, and by the area’s many antique shops. The collection is an updated interpretation of English, French and Caribbean styles, and incorporates mahogany, cherry and figured anegre veneers. Hammary will launch the collection at the High Point Furniture Market in October, and plans to target better department and specialty stores for retail.

Valspar Corp. and the National Trust for Historic Preservation have also renewed their agreement for indoor and outdoor paints. “The extension agreement ensures further development between the National Trust for Historic Preservation and Valspar for the manufacture and distribution of its premium line of interior and exterior historic paint colors available at Lowe’s,” says Michelle Alfandari, president of MODA.

For The New York Times, Franklin Electronics has introduced an Electronic Handheld Pagemark Dictionary, and Excalibur Electronics has created a Deluxe Talking Chess Game and a two-in-one SuDoku/Crossword Handheld game. The dictionary from Franklin Electronics, which features content from the “On This Day” section of The Times Learning Network as well as more than 300,000 word definitions from Merriam-Webster, should be in stores this fall; the games from Excalibur Electronics are available now.

“We’re delighted to work with Franklin,” says Nancy Lee, vice president of development for new business at the news service division of The New York Times. “they have great experience developing and publishing reference and educational content in electronic format. There will be many more opportunities for collaboration in the future”.

In addition, two new Knowledge Card Decks, The Potted Garden and The Kitchen Garden are available from licensee Pomegrante. Info on the decks comes from the book 1000 Gardening Questions and Answers (based on the New York Times column “Garden Q. and A.”)

In another new deal, Prism Industries has licensed its patent-pending lighting technology to AmerTac, which will create night lights with distinctive designs. AmerTac is the first to license the technology, which could also be used in signage, seasonal items, and toys and games.

“We immediately understood that this technology delivered functional differentiation and economies in a highly competitive marketplace. It is a low-cost, energy efficient lighting technology that enhances visual effects, color blends and synchronizes light with sound,” says Alfandari, “Given the challenge faced by many manufacturers to present retailers with unique offerings, we knew that this technology would have broad-based appeal.”

Finally, Jibbitz will launch a line of shoe charms for MODA’s client Le Tour de France, and Coty will expand the Lycra cosmetics franchise into China.

Reprinted with permission of the publisher. The Licensing Book, June 2008 issue, Adventure Publishing Group and Total Licensing Ltd.

Royalties

Roundtable Discussion

By Christopher Byrne

In this first Brand Impact Roundtable discussion, Royalties recognizes that retail space is dwindling, many parts of the economy are trending downwards, and consumers are in no mood to buy.  So why are folks in corporate branding feeling good?  Well, for one, according to many, corporate licensing is largely recession-proof, but taking the longer view, experts recognize that the economy is always cyclical and that, though it may be a roller coaster ride for a time, the ups and downs are endemic to the business.  Finally, many agree that there is a greater understanding than ever before of the value of strategic expansion.   The business is, as always, in flux, and no matter what is going on the ability to respond, strategize, and take a forward-looking perspective is essential to long-term success.

Brand Impact:  How has branding strategy changed in recent years?

Alfandari: Brand licensing strategies have changed inasmuch as more companies recognize that licensing is a business development model that should be considered in much the same way as an acquisition, merger, joint venture, or other strategic alliance.  More companies understand that licensing is not simply a marketing tool; through marketing is surely a deliverable.  Additionally, the overall equity of corporations is being valued on their IP as much or more than on their tangible assets.  Therefore, a greater appreciation of leveraging intellectual property to create greater value is a trend.  Licensing is clearly a means of demonstrating tangible value from an intangible asset.

License! Global

Top 15 Licensing Agents

License! Global ranks the top licensing agents, which played a key role in extending many of the world’s most iconic brands into successful licensed programs.

MODA International Marketing Inc.

Est. $656 M (private)

Michelle Alfandari, president, MODA International Marketing, Inc., +1 212.687.7640

13 MODA continued to expand its already diverse client roster during 2007, with The Henry Ford, Hoppe’s (Bushnell Outdoor Products), and the Dakar Rally.  New brand extensions include: Design in America, the National Trust Low Country furniture collection; The New York Times Pagemark Dictionary; and a new line of decorative mouldings from the National Trust’s licensee.  Key initiatives during 2008 will include the add

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